30-31_Tesco.qxp_Grid 04/12/2023 12:52 Page 1
Retailer Face to Face
TESCO’S PAPERCHASE EMBRACE
It was mega news at the start of the year when Tesco clinched the acquisition of the Paperchase brand, but just how the grocery giant would leverage this greeting card and stationery name, much-loved by the consumer, was a matter of conjecture. Its resurrection in 133 Tesco stores a few weeks ago is an exuberant fanfare of colours and lights, befitting of the joyful personality of the Paperchase brand with the playful approach of the ‘shop within a shop’ retail execution mirrored in the design and tone of the greeting cards and allied products that make up this inaugural selection from the UK’s largest supermarket. It has clearly been quite a journey for the Tesco team, galvanising the strength of Paperchase brand and re-presenting it through a sizeable product portfolio, both to existing fans as well as hoping to win extra hearts and pennies from the grocer’s millions of customers.
30 PROGRESSIVE GREETINGS WORLDWIDE
“Paperchase is a well-loved brand by so many, and we’re massively proud to have brought it back into selected Tesco stores through a joyful product selection and retail execution which is true to its very essence,” said Sam Ody, Tesco’s lead buying manager of everyday cards, shortly after the inaugural resurrection range of Paperchase greeting card, stationery and gift products debuted in 133 of the grocers’ stores in UK. PG caught up with Sam and her colleague Gemma Smith, Tesco’s buying manager for everyday cards, to get the lowdown on this full-on launch. Above: The inaugural Paperchase @ Tesco greeting card selection features designs from 10 publishers, half of which have never been stocked by the grocer previously. Below left: Sam Ody (right) and Gemma Smith in front of some of the new Paperchase greeting card selection. Below: The new Paperchase ‘department’ was first unveiled in Tesco’s flagship Cheshunt store.
“Sure, we could have taken an easier route, and launched Paperchase onto baked beans shelves, but we set the bar high and wanted to create a joyful experience for customers,” stated Sam Ody, Tesco’s lead buying manager of everyday cards who has been involved in the development of the grocer’s Paperchase offering since the start. There has certainly been no holding back in the retail presentation. Making its presence felt and echoing the former stationery retailer’s vibe, a colourful illuminated Paperchase sign attracts customer attention to the distinct area while product abounds on feature tables as well as floorstanding greeting card fixtures, with swirling stripy floor graphics further heightening the impact.